Wednesday, 17 February 2021

Meet a new hotel brand that promises to be different

As far as I'm concerned, the last thing we need right now is another hotel brand. But I'm a curmudgeon who is easily confused. 

The travel market constantly demands different experiences, however, so say hello to A by Adina, which has opened in Canberra and will open in Sydney soon. 

The A by Adina brand is a premium offering from TFE Hotels and Adina Hotels CEO Antony Ritch says the launches mark Adina Hotels' imminent 40th birthday. 

Ritch says A by Adina purposely side-steps any hotel category currently on the market. It promises form and function across private, upscale apartment-style rooms in tandem with everything expected of a premium, full-service hotel. 

“Traditionally apartment hotels have been built with a residential feel, but that’s changing,” Ritch said. 

“What was missing was the 'underlying experience' for those chasing a premium stay – that feeling you get when you stay in a place where people know you and, most importantly, know how you like to stay.”

And thus, the concept of ‘hotel living’ was born.

“A by Adina hotels will appeal to those confident travellers who appreciate incredible design and quality of finishes as well as impeccable, personalised hospitality when they receive it,” he said.

“And, when you step inside an A by Adina, you’ll find that perfectly suited balance between a hotel and a private apartment,” he said. “We want the entire experience to be understated, but impactful.”

A by Adina’s bold brand promises are underpinned by three brand pillars – Contemporary Australian, Detailed Simplicity and Quiet Confidence. 

"We do things well, in a subtle but sophisticated way,” says Ritch. “You’ll see touches of finer detail at every turn and touch point. And, for guests, everything will feel intuitively right.”

That's a bold promise. I've stayed in thousands of hotels and none of them have been perfect. 

A by Adina Canberra has 130 apartments and is the centrepiece of Capital Property Group’s $300m mixed-use precinct, Constitution Place.

Guests at A by Adina Sydney, the brand’s second hotel scheduled to open at Australia Square in Sydney’s CBD in April, will sample contemporary Australian cuisine, with executive chef Jane Strode at the helm of the hotel’s food and beverage experience. 


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